How the War for Top Performers Can Be Won by Redefining Success: Capacity and the Definition of Talent

Talent. The War for Talent. Those two terms are the headlines that strike fear into the hearts of companies and create top-line action items for HR groups across the globe. The major fear for us all is what skills will be needed to ensure corporate longevity and success, and how will you get to them before anyone else does? Well, let’s also add to that the ability to attract and retain them. It’s a large problem to solve, that’s for sure. But I’m not entirely sure that it’s an external job. I think it starts with searching internally first, and that means a long, hard look at your leadership and competency models.

This is not to say that more traditional competency and leadership models are failures. Quite the contrary: these frameworks have succeeded in providing the qualities/attributes previous leaders and employees required for daily operational and long-term success. Built upon the success profiles of the past along with proven business acumen, these models have sparked development programs, helped forge career paths, laid the baseline for promotions and compensation rates, and crafted the means through which staffing is performed. The issue isn’t that they’ve never been successful; it’s that they may not be what’s needed moving forward.

We live in a global business world that is filled with daily disruptors, things that come flying at the business before anyone could conceivably see them coming. Technology advances every day, the customer is closer and more vocal than ever, cloud-based services are revolutionizing the way the workplace runs as well as how products are delivered, and it seems our entire lives can be run from our phones. Virtual technology is coming faster than we think, and with artificial intelligence and robotics working its way from the factory floor to self-driving cars and home-based products such as Amazon’s Alexa, the ebb and flow of product delivery and customer contact is getting faster than the speed of imagination. Does your leadership model work in the same way? Maybe it’s time to take a look.

When you review a traditional leadership model, you’ll notice they all have one great similarity: all competencies apply to all leaders, irrespective of their role, division or market. The premise has always been that a central set of leadership behaviors, traits, and competencies must be applicable across all leaders, that everyone must be held to the same standard, and that in order for the company to be successful everyone in management must march in the same direction in the same way. Before maybe five years ago, that worked. But in today’s rapidly-changing world of business, I’d argue that it’s a static, antiquated approach that might get you smashed against the windshield of oncoming change. It’s coming fast, so you must be adept and adaptable, which means rewarding a new set of leadership principles.

Let’s also explore the new prevalent population of the world, the Millennials, and how they affect more traditional role descriptions and success models. This generation isn’t driven by the same cash and prestige rewards as were Boomers and Generation X. They thrive on social causes, they desire to make more global impact, they demand work/life balance, and they require constant feedback. They’re also the most swiftly-adaptable generation in history, they solve problems more efficiently, process data more quickly, and can utilize technology better that their predecessors. We must consider how we look at where these skills fit into the world of work, how to attract and retain their ranks, and how to measure success against present and future corporate needs.

All these points direct us to one overarching point: we must change our leadership and competency models. Question is, how do we do it? I have some thoughts.

First, I don’t believe we should scrap the entire thing. I think it starts with understanding which baseline aspects of leadership must be required based on your corporate vision, mission, and values; you have to start with performance aspects that point to corporate DNA. What does it take to achieve your corporate goals and move your company forward? What does that look like? Those are your baseline leadership aspects. Describe them and attribute them to everyone.

Next, look at your overall goals against market data and understand what it would take to achieve success in each individual role. Adaptability, social change, market expansion, innovation, customer acquisition and satisfaction, the ability to do whatever it takes to ensure customer and market success (also described as leadership brand) — all these things describe what it takes to be a leader. Then you must differentiate at different levels and within different divisions. Growing businesses require leaders with strong entrepreneurial skills. Manufacturing business may measure excellence by production floor innovation and cost savings. Goods-based services might reward the expansion of the business through contract labor. Internal efficiency in companies with large amounts of data such as banks and law firms might be a tremendous measure of success. Every company may financially reward the ability to positively impact the local community or to reduce the impact on the planet. These skills are leadership based, and can (and should) work their way into competency models all the way down to the lowest level of the organization. Once these differences are implemented, you have leadership and competency models that have a similar baseline for success, but reward for individual roles and performance. That is the way to progress to a brighter, more profitable future, and it is the way to win the global talent war in any market in which you play. The same truism applies to the different skills needed to manage a turn-around or a merger.

The difference with this approach is the models remain dynamic. Outside the baseline core, as the needs of the company change, the attributes of the model continue to shift with it, continually updated and reflective of where the business is in its life cycle. It is where corporate capacity lives, breathes and grows, and it is where the game of business is won.